Health trends and local sourcing fuel US produce box boom

According to market data agency Verified Market Reports, growth is driven primarily by the health trend, an increasing demand for organic and locally sourced fruits and vegetables, and a shift toward convenient, at-home, healthy eating.

North America leads in produce box demand, accounting for approximately 38 percent of total market revenue. 

According to the report, in the US specifically, consumers seek consistent access to a diverse, high-quality range of national produce, which isn't always easy depending on the state and region.

Image courtesy of Forty Acres Fresh Market

Produce box subscription’s value: Seasonality and reach

Violet Jordan, Sourcing and Fulfillment Manager at Chicago’s independent grocery store Forty Acre Fresh Market, has watched the business blossom from a subscription service into a bustling storefront. 

Yet, the appetite for produce boxes remains as strong as ever.

She explained that the store opening prompted some customers to change their produce box subscriptions—from every week to every other week—so they could pick out products available at the brick-and-mortar location. To her, this reflects the audience’s commitment to healthy eating and a personal engagement with the local food system.

Forty Acre Fresh Market serves all of the Windy City, offering subscriptions that include local herbs and vegetables as well as a rotating selection of produce sourced nationwide.

“There aren't many fruits grown in Chicago,” Jordan explained. “We're sourcing from different growers, from here, the Midwest, Illinois—as long as it’s good quality, which is what our customers care about the most.”

But just as great-tasting produce, seasonality is also a crucial element driving subscriptions, she says.

“People want to cook in sync with the weather,” Jordan added. “Once we kind of hit fall and winter, I'm bringing in a lot more winter squashes or pumpkins. Once we get summer, I like to bring in some watermelon; a lot more fresh stuff.”

She explained that Forty Acre Fresh Market offers three types of produce boxes at different price points, which change weekly based on availability. However, the subscription model offers flexibility that greatly benefits the business, but demands a certain level of trust from the subscriber.

For example, after this year’s freezes in Florida, blueberries were scarce, so the team reached out to customers to ask about their preferred alternative—blackberries or strawberries.

“Sometimes our stock shifts with what we're able to get in the price range—because we don't want to get things that are super expensive and then have to pass that cost on to customers,” she explained. 

Jordan noted that berries and greens are essential in the produce box, peaches are popular in summer, and watermelons are consistently well-received. She explained that a major benefit of the subscription is outsourcing decision-making to someone who understands seasonality and knows which categories and items to pick each time. 

Overall, she believes the produce subscription box trend offers a unique experience, with continued demand driven by convenience and expert selection of seasonal produce.

Related stories: 

Fruit snacks bet on wellness, as industry doubles down on whole foods, clean labels